MAM

Columbia Tristar gears for 'Jungle Book II' promo blitz

MUMBAI: Columbia Tristar Films, distributors for Buena Vista International in India, are gearing for a Rs 30 million promotional blitzkrieg prior to the release of Disney’s Jungle Book Part II that’s scheduled for a May-end release in the country.

Beginning 1 May, Columbia Tristar will, with the confidence born of a successful multimediaSpiderman promotion in India, launch Jungle Book mania across major metros. A tie-up with Cadbury’s will ensure brand visibility at retail level, while merchandising, including books, mugs etc will also be launched in the coming month. According to Columbia Tristar Films of India MD Uday Singh, the campaign will involve TVCs, a publishing tie up that will include colouring books and games as also a tie up with NIIT for a summer course with the Jungle Book theme.

The sequel to the evergreen Jungle Book movie promises to be as successful a venture in India as the original. Dubbed in Hindi, the movie is to be released in over 25 prints across the country. Known personalities like Jaaved Jaffrey have lent their voices to the dubbed version. Film star Amitabh Bachchan was supposed to do the voice of Baloo the bear, but backed out of the venture later, says Singh.

According to Columbia Tristar marketing manager Divya Pathak, there’s more by way of tie-ups and promotions in store for the film. There are tie-ups with Pantaloons, contests and a mini Jungle Bookrelated series on Cartoon Network in the coming month. Housing colonies across major metros (1,500 in all) will get a taste of what to expect from the sequel in door-to-door visits, says Pathak.

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